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Atlanta Ad Club: Blending Technology with Creativity

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    Atlanta Ad Club: Blending Technology with Creativity Atlanta Ad Club: Blending Technology with Creativity Presentation Transcript

    • TECHNOLOGY + CREATIVITY
      Joel Lunenfeld
      CEO, Moxie Interactive
      10.19.10
    • ////TECHNOLOGY + CREATIVITY
      A NEW DILEMMA
      A NEW DEFINITION
      A NEW TEAM
      A NEW CANVAS
      A NEW AGENCY
      April 19, 2010
    • A NEW DILEMMA
    • ////WHEN DID THIS BECOME OUR JOB?
      April 19, 2010
    • ////IT’S NOT SLOWING DOWN
      April 19, 2010
    • ////A WORLD DEFINED BY TECHNOLGY
      Consumers hate most advertising
      Only 5 % agree with advertising claims: start being honest and authentic
      50 % say brands don’t live up to advertising promises
      67 % complain there is too much advertising: forget messages, create experiences and conversation
      Adaptive marketing is the new model
      Everything is powered by digital: hire digital, think digital, learn digital or die
      Real time response, as in political advertising, is the future of marketing: monitor social media regularly and get everyone a Flipcam
      Media needs to combine paid, owned and earned
      Paid: for scale and reach and speed: social can’t do everything, reach, scale and speed come from paid / Owned: for content, relationships, listening and co-creation: open source opportunities are everywhere so create great content, utility and apps / Earned: social, WOM, PR, bloggers, influencers: paid can’t do everything; you need a social and conversation strategy, not simply a presence on Facebook
      Successful agencies will move well beyond campaigns
      Stop thinking in terms of audience and think about a community of participants:  a brand’s consumers may be your best creative resource, or at least your best medium
      April 19, 2010
    • Agencies are organized like a classical orchestra in a jazz age.
      -RishadTobacowala
    • A NEW DEFINITION
    • A NEW DEFINITION
    • A NEW DEFINITION
    • A NEW DEFINITION
    • tech·nol·o·gy
      the branch of knowledge that deals with the creation and use of technical means and their interrelation with life, society, and the environment, drawing upon such subjects as industrial arts, engineering, applied science, and pure science.
      April 19, 2010
    • cre·a·tiv·i·ty
      the ability to transcend traditional ideas, rules, patterns, relationships, or the like, and to create meaningful new ideas, forms, methods, interpretations, etc.; originality, progressiveness, or imagination: the need for creativity in modern industry; creativity in the performing arts.
      April 19, 2010
    • ////TECHNOLGY & ART MUST BE REUNITED
      The ancient Greek concept of art (in Greek, τέχνη, téchnē—the root of "technique” and “technology”
      April 19, 2010
    • A NEW TEAM
    • Art Director
      Copywriter
      +
    • Art Director + Copywriter + UX + Media Planner
    • Art Director + Copywriter + UX + Media Planner
      Developer + Producer +
      Database Architect
      + Trendspotter
      + Anthropologist
      + Analyst
      + Project Manager
      + Legal Council + Evangelist
    • A NEW CANVAS
    • THE WORLD
      ROBOT
      SPACE MISSION
    • A SONG ABOUT HOMEWORK
    • A NEW CONNECTION
    • A Personal One
      YOU
      ARE
      HERE
    • An Emotional One
    • A Helpful One
    • A NEW AGENCY
    • Moxie is creating the agency of the future.
      Technology sparked a refreshing, open dialogue between people and brands. By embracing that, we are reinventing the role of advertising.
      With passion, agility, integrity, imagination, and moxie, every day we fuse media, creative, and technology to achieve brave, accountable marketing solutions.
    • ////PRACTICE WHAT WE PREACH
      Be an Agency AND a Developer
      Connect Brands to People with Technology
      Practice Transparency and Collaboration
      Remove Department Silos
      Crowdsource the Best Ideas
      Encourage Entrepreneurship
      April 19, 2010
    • ////ENCOURAGE ENTREPRENEURSHIP
      April 19, 2010
    • ////WHAT THIS MEANS TO YOU
      Question traditional structures
      Invent a new canvas
      Develop you own IP
      Be careful what you outsource
      Practice what you preach
      April 19, 2010